Seattle Husker
10,000+ Posts
I'm sure he is losing a lot of potential customers by getting overtly political, but he's building a group of customers who will never buy any other pillow.
He's locking in lifetime customers in a business which most customers aren't loyal to specific brands. Mr. Pillow is OK sacrificing the topside potential of the customer base to set a sizable floor.
With that said, he's a true believer. He's now sold his private jet to pay for the defamation lawsuits. I don't think he's doing this for business reasons but rather he's ignorant of technology and listening to the QAnon types and loves the celebrity of the moment.